PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK PEMBERSIH WAJAH MEREK POND’S (Studi pada Konsumen Pembersih Wajah Pond’s di DKI Jakarta)
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The research was carried out to explore the impact of social media advertising, electronic referrals, and product excellence on buying choices for Pond's brand facial cleansing products. The subjects in this study focused on facial care products categorized as face washes. The research adopts a quantitative strategy, gathering data by distributing online questionnaires through Google Forms. According to Hair, purposive sampling was utilized, with a finalized sample of 195 subjects. This respondents selected are individuals who have purchased Pond's brand facial cleansing products and have knowledge about self-care and skincare. In this research, the subjects are individuals residing in DKI Jakarta.For data analysis, we made use of Smart-PLS version 4.0 with the Partial Least Square technique. Findings from the analysis indicate that social media marketing, electronic word of mouth, and product quality directly and positively affect the purchasing choices for Pond's facial cleansing products.
Penelitian yang dilaksanakan tujuannya mengkaji pengaruh social media marketing, electronic word of mouth, kualitas produk terhadap keputusan pembelian produk pembersih wajah merek Pond’s. Subjek difokuskan pada produk perawatan wajah yang dikategorikan sebagai sabun cuci muka. Penelitian yang memanfaatkan pendekatan kuantitatif, data dikumpulkan lewat distribusi kuesioner secara daring memanfaatkan platform Google Form.Teknik pengambilan sampel yang dipergunakan yakni purposive sampling, sebagaimana dijelaskan oleh Hair, total sampel 195 responden. Responden dipilih merupakan individu yang sudah melaksanakan pembelian produk pembersih wajah merek Pond’s dan memiliki pengetahuan mengenai perawatan diri dan skincare. Populasi yakni masyarakat berdomisili di DKI Jakarta.Untuk menganalisis data, telah digunakan software statistik Smart-PLS versi 4.0 dengan pendekatan Partial Least Square. Berlandaskan hasil analisis, ditemui social media marketing, electronic word of mouth, kualitas produk secara langsung punya pengaruh positif signifikan terhadap keputusan pembelian produk pembersih wajah merek Pond’s.
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